Cover image for The advertising business : operations, creativity, media planning, integrated communications
Title:
The advertising business : operations, creativity, media planning, integrated communications
Author:
Jones, John Philip.
Publication Information:
Thousand Oaks, Calif. : Sage Publications, [1999]

©1999
Physical Description:
548 pages : illustrations (some color) ; 24 cm
Language:
English
Added Author:
ISBN:
9780761912385

9780761912392
Format :
Book

Available:*

Library
Call Number
Material Type
Home Location
Status
Central Library HF5813.U6 A635 1999 Adult Non-Fiction Non-Fiction Area
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Summary

Summary

This authoritative and comprehensive handbook of successful advertising practices addresses such aspects of the business as: agency operation, creativity, media planning, operations and speciality advertising.

The distinguished contributors reflect a global mix of academic and professional backgrounds, and most chapters - complemented by a few adaptations of classic articles - have been specifically written for this volume. The result is a single `knowledge bank' of theory and practice for advertising students and professionals.


Reviews 1

Choice Review

Devoted essentially to the procedures and operations of main concern to advertising agencies, this book is the second in a planned series of five volumes, each intended to cover a relatively self-contained field of knowledge about advertising and how it works. Already published is How Advertising Works: The Role of Research, also edited by Jones (CH, Dec'98). Contributions from 38 US and international authors (25 practitioners and 13 academics) make up this collection, which is organized in five parts: "How Agencies Operate" (11 chapters); "Creative Aspects" (13 chapters); "Media Aspects" (5 chapters); "Sales Promotions and Specialist Media" (13 chapters); and "Legislation and Ethics" (2 chapters). Most chapters were written for this volume; others are adaptations of articles that have appeared in the professional press. Each part and each chapter can stand alone, yet together they present a comprehensive continuum. The volume covers not only historical and traditional activities but also developing trends and insightful approaches to the scope of the advertising enterprise in general and advertisers in particular. A significant one-volume reference on the business of advertising, this work is recommended for undergraduate through professional collections. R. R. Attinson CUNY College of Staten Island


Table of Contents

IntroductionJohn Philip Jones
The Advertising Business
Part 1 How Agencies Operate
Agency ManagementEric Mower
Some Secrets
The Account Executive in an Advertising AgencyJay Quinn
Account PlanningNicholas Staveley
A British Perspective
Account PlanningDamian O'Malley
An American Perspective
The Advertising Creative ProcessJeremy Bullmore
The Art DirectorJohn L Sellers
Budgeting for Advertising and the Advertising-Intensiveness CurveJohn Philip Jones
Advertising MediaCarla V Lloyd
A Changing Marketplace
The Media Buyer in the Advertising AgencyDebra L Merskin
Advertising Agency Compensation SystemsRana S Said
New Business ActivityRandall Rothenberg
Account Reviews
The Culture of an Advertising AgencyJohn Philip Jones
Part 2 Creative Aspects
Strategy in AdvertisingJohn Philip Jones
Television AdvertisingHerbert E Krugman
Learning without Involvement
Humor in Television AdvertisingJeremy Bullmore
A Practitioner's View
Humor in Television AdvertisingPaula Pierce
A Researcher's View
Celebrities in AdvertisingAbhilasha Mehta
Emotion and AdvertisingEsther Thorson
Hierarchies of EffectJohn Philip Jones
Advertising Theories
Cognitive Dissonance and Selective PerceptionCarri Brown and Betzi-Lynn Hanc and Nujchayada Pangsapa
Their Relevance to Advertising
The Creative Characteristics of Successful Television AdvertisingJohn Philip Jones
Comparative AdvertisingJan S Slater
The Unique Selling Proposition and Usage-PullJohn Philip Jones
Truth and WeaselsDavid Ogilvy
Television Production CostsJan S Slater
Part 3 Media Aspects
Media-Medium-MediorumStephen P Phelps
Media Definitions
Television AdvertisingErwin Ephron
Continuity Scheduling (Advertising without Gaps)
What Does Effective Frequency Mean Today?John Philip Jones
Barter SyndicationBrian Philip Webster
Cable TelevisionJeremiah L Rosen and Laura A York and Aileen (Shih-I) Ku
Part 4 Sales Promotions And Specialist Media
Trends in PromotionsJohn Philip Jones
Integrated Marketing Communications and How It Relates to Traditional Media AdvertisingDon E Schultz
Integrated Marketing Communications in PracticeJohn Deighton
A Roadmap to On-line Marketing StrategyRex Briggs
Direct MarketingSidney C Liebenson
Direct-Response AdvertisingEmily Soell
Creative Principles
Promotions and AdvertisingJohn Philip Jones
Comparison of Effectiveness
Specialty AdvertisingWilliam H Bolen
Event MarketingShirley F Taylor and Peggy H Cunningham
Sports Advertising and the Super BowlRick Burton
Business-to-Business AdvertisingBeth E Barnes
Product PackagingJan S Slater
The Silent Salesman
Public Relations and AdvertisingIan R Bruce
Part 5 Legislation And Ethics
The Supreme Court of the United States and the First Amendment Protection of AdvertisingJay B Wright
Ethics of AdvertisingPeggy H Cunningham
Oxymoron or Good Business Practice?

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